It is all too easy to believe that sending SMS marketing to your entire mail list every time is the best way to reach the largest number of customers. Sometimes it can come as a shock that less is actually more.
SMS marketing, like any well-planned advertising strategy, should be developed as a targeted campaign, rather than left (as it all too often is) with a scattergun approach. Simply put, send the message to the people it is pertinent to, and avoid being seen as another ‘spammer’ sending junk messages to those who do not want to know.
It comes down to clean and precise data that is up to date and regularly checked for inaccuracies.
Take this fictional example of a sports club that runs regular events for members. On Monday, Wednesday and Friday it runs squash games; Monday night also has football; Tuesday is karate, and both Thursday and Friday have slots for basketball. To add further confusion to the mix, Saturday and Sunday are reserved for bigger events in any of the sports.
Obviously sending SMS messages to all members each day to tell them of the coming activities is going to create confusion for some, and at worst, anger at being spammed.
Well-kept data allows us to eliminate these issues. Knowing which member participates in which sport allows the marketing campaign to target those people specifically when relevant. Going further to hold data saying if people cannot attend on a given day, or are not interested in weekend events, for example, gives a structure to the campaign to ensure that the perfect message goes out to relevant parties only.
Better still, it allows us to write the perfect concise message to maximise attention and interest and that is key in initiating responses. Rather than the blanket ‘send out the message to everyone we know’ approach, targeted business text messaging provides a superior service which becomes less costly as well as more efficient.